The thought of perfectly straight, beautiful teeth is appealing, but advertising helps orthodontists motivate prospective patients that can afford to have work done out of their own pocket or through dental insurance. Targeting these patients and inspiring them to make an appointment is key to an orthodontist's advertising efforts. By using a variety of advertising methods, an orthodontist can attract as many patients as possible in his target market.

Before-and-After Photos

Before-and-after photos show the quality of the orthodontic work an office provides. Include a gallery of before-and-after photos on your website. Explain the work that was done and how long it took. Show a range of services that last anywhere from a few months to a few years. Use before-and-after photos in print advertising efforts, too. Give the photos more credibility by adding customer testimonials next to them. Include photos of both children and adults to help potential patients understand the results that can be achieved at any age.

Direct Mailers

Buy a mailing database of prospective patients. Identify the ZIP codes, income level and age of the market you want to reach -- parents with children, for instance. Create postcards or flyers with specific messages for your target market. For example, appeal to adults who want braces by mentioning how the perfect smile can boost their sense of confidence. Sweeten the message by offering a free dental hygiene kit with a consultation or a coupon worth $500 off major work.

Target Parents

Look to advertise where parents who are shopping for orthodontics will see your message. Catch their eye with ads in unexpected, child-focused places, such as on the side of a school bus. If your school district doesn’t allow advertising, buy space on subway walls, city buses or benches in areas where parents will travel to and from work. Sponsor children’s plays, concerts and sporting events; design display ads in the programs or on banners hung during the event. Offer a free consultation with these types of ads to get parents to take the first step with their children.

Go Online

Take advantage of online advertising tools for your orthodontics practice. Sign up for a free account with Google Maps, which will display your office location and contact information whenever someone looks for businesses in your area. Reach out to patients through social media, and create a website for your practice that conveys a sense of caring. Work on optimizing the website with important keywords and phrases, such as "orthodontics," "braces," "cosmetic dentistry" and "smile makeovers," so your site ranks high in search engine results. Educate readers online about the benefits and importance of orthodontic work. Make it obvious that the next step is to pick up the phone and make an appointment.

References

About the Author

Nancy Wagner is a marketing strategist and speaker who started writing in 1998. She writes business plans for startups and established companies and teaches marketing and promotional tactics at local workshops. Wagner's business and marketing articles have appeared in "Home Business Journal," "Nation’s Business," "Emerging Business" and "The Mortgage Press," among others. She holds a B.S. from Eastern Illinois University.